AN unnamed major restaurant chain is planning to breathe new life into a prominent town centre spot.

The former Jelf Clarke Roxburgh offices and the adjacent Malvern Curtains in Bellevue Terrace could be transformed into a prime eaterie, with investment development company Seven Capital acting on behalf of the applicant, whose identity is protected by a confidentiality clause.

Severn Capital's director, Damien Siviter, hopes the project will be delivered by the end of the year if the application is approved by Malvern Hills District Council.

Mr Siviter sadi: "It will be, in my eyes, a great benefit to Malvern. It will help to revive that part of the high street that has taken a bit of a nosedive.

"It is one of the larger operators in the UK. It will definitely generate jobs locally and go some way to revive that whole building and hopefully get some homes locally, too. "

He added: "The retail park has taken a lot away from the town centre but this will help by bringing a bit of extra life. As it's a national operator it can help improve confidence in the high street."

The former Jelf Clarke Roxburgh offices have been vacant since the firm moved to Church Street last year and Malvern Curtains now operates online after closing its doors last month.

Chris Marks, of Great Malvern Association of Traders, welcomed the possibility of the units being filled but acknowledged the loss of an established company.

"We will always welcome investment into the town. It's good a large high street chain has seen Great Malvern as a town they can do business in - they see the potential in the town."

Mr Marks added: "In reality we would have preferred to see a retail premise going in. We could do with having a few more new shops opening."

The application for 20-24 Belle Vue Terrace is for the change of use of the ground floor to restaurant use and the change of use of the first and second floors to residential use consisting of three one bedroom studios, five one bedroom and three two bedroom apartments.

It would also include alterations, part demolition and a two-storey extension to the rear.

Comments (19)

Why all the secrecy?
I would hope that the planning authorities would want to know details of who and what they will be selling before they would consider approving a planning application.

Why all the secrecy?
I would hope that the planning authorities would want to know details of who and what they will be selling before they would consider approving a planning application.New Kid on the Block

Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about "chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins!

Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about "chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins!Bufton Tufton

Bufton Tufton wrote:
Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about &quot;chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins!

luv it!

Traffic, noise, litter, young people, drunks, vomit, urine - all the same stuff that opposed Ask and Wetherspoons!!

KFC - finger -licking good!!

[quote][p][bold]Bufton Tufton[/bold] wrote:
Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about "chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins![/p][/quote]luv it!
Traffic, noise, litter, young people, drunks, vomit, urine - all the same stuff that opposed Ask and Wetherspoons!!
KFC - finger -licking good!!sugarlump

Either that or five guys (burger joint)... If u google fastest growing uk restaurant , it comes up with a 'posh' McDonald's who's intention is to open 10 new place every 3 months since 2013... Umm

Either that or five guys (burger joint)... If u google fastest growing uk restaurant , it comes up with a 'posh' McDonald's who's intention is to open 10 new place every 3 months since 2013... UmmHavingAread

Bufton Tufton wrote:
Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about &quot;chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins!

Small?! The space is huge as the 2 units will be knocked into 1. It's going to be a 100-120 seat restaurant and none of the suggestions already listed. How can I say that? It's because I know who it is.

[quote][p][bold]Bufton Tufton[/bold] wrote:
Soon the crusty old wrinklies and useless living in the past small shopkeepers ( who refuse to open on Sundays when the town is full of visitors ) will be on here moaning about "chains" taking away business from local stores. In a small retail unit of this kind it wont be a "restaurant" chain ( although the big Mac describes itself as a restaurant ) but something that is primarily a takeaway. MacDonald"s would probably want to use the upstairs. Think of a low-rent franchise outfit that tends to go for secondary locations. Pizza-Domino? Why the secrecy? To try to prevent a protest campaign having time to get up a head of steam. There was a big campaign ( which failed )to keep MacDonald"s out of Hampstead a few years ago. Traffic, noise, litter,blah blah blah blah from all those silly old affluent retired pensioners who do need to earn a living and do not like anything that is not specifically geared up for there own ancient demographic added and abetted by affluent baby boomers who run hobby cafes and the nimbies who live in nearby flats. This could be an even bigger story than wheeled bins![/p][/quote]Small?! The space is huge as the 2 units will be knocked into 1. It's going to be a 100-120 seat restaurant and none of the suggestions already listed. How can I say that? It's because I know who it is.WorcsBorn&Bred

The intended lease holders, via Severn Capital, are the Tragus Group plc, a name you won't be familiar with, but they are the operators of the Cafe Rouge, Bella Italia and Strada (amongst a handful of lesser know brands).

I've 20 plus years in the hospitality and restaurant trade and my money would be on them planning to take the Cafe Rouge, with opening of one of their Italian brands unlikely the 2 units being within 50 yars of direct competitor Ask who are already established.

The Cafe Rouge demographic target is slight later in life than their other 2 primary brands also, Malverns population base isn't conflicted by an alternative French Bistro style offering in the town.

Contacts in the trade locally know Tragus have made a play for Great Malvern previously (prior to Ask/Gondola Group arriving), indeed a prime licensee was offered a decent sum to trade location. Calls to MHDC and Companies House put me in the picture early last week on this one, I personally don't see Tragus's plans as anything other then positive for the town.

The intended lease holders, via Severn Capital, are the Tragus Group plc, a name you won't be familiar with, but they are the operators of the Cafe Rouge, Bella Italia and Strada (amongst a handful of lesser know brands).
I've 20 plus years in the hospitality and restaurant trade and my money would be on them planning to take the Cafe Rouge, with opening of one of their Italian brands unlikely the 2 units being within 50 yars of direct competitor Ask who are already established.
The Cafe Rouge demographic target is slight later in life than their other 2 primary brands also, Malverns population base isn't conflicted by an alternative French Bistro style offering in the town.
Contacts in the trade locally know Tragus have made a play for Great Malvern previously (prior to Ask/Gondola Group arriving), indeed a prime licensee was offered a decent sum to trade location. Calls to MHDC and Companies House put me in the picture early last week on this one, I personally don't see Tragus's plans as anything other then positive for the town.Small Town

Small Town wrote:
The intended lease holders, via Severn Capital, are the Tragus Group plc, a name you won't be familiar with, but they are the operators of the Cafe Rouge, Bella Italia and Strada (amongst a handful of lesser know brands).

I've 20 plus years in the hospitality and restaurant trade and my money would be on them planning to take the Cafe Rouge, with opening of one of their Italian brands unlikely the 2 units being within 50 yars of direct competitor Ask who are already established.

The Cafe Rouge demographic target is slight later in life than their other 2 primary brands also, Malverns population base isn't conflicted by an alternative French Bistro style offering in the town.

Contacts in the trade locally know Tragus have made a play for Great Malvern previously (prior to Ask/Gondola Group arriving), indeed a prime licensee was offered a decent sum to trade location. Calls to MHDC and Companies House put me in the picture early last week on this one, I personally don't see Tragus's plans as anything other then positive for the town.

That would make sense and with the unit knocked in two, it would be about the right size. I too think its a good thing and maybe as its one notch above fast food in a pastiche French style, there wont be too many objections. There is even a car park behind the shop/s which may be just one of reasons why for a small town centre these days, Bell Vue Terrace really dosnt look too bad. Sould to well with pre theatres.

[quote][p][bold]Small Town[/bold] wrote:
The intended lease holders, via Severn Capital, are the Tragus Group plc, a name you won't be familiar with, but they are the operators of the Cafe Rouge, Bella Italia and Strada (amongst a handful of lesser know brands).
I've 20 plus years in the hospitality and restaurant trade and my money would be on them planning to take the Cafe Rouge, with opening of one of their Italian brands unlikely the 2 units being within 50 yars of direct competitor Ask who are already established.
The Cafe Rouge demographic target is slight later in life than their other 2 primary brands also, Malverns population base isn't conflicted by an alternative French Bistro style offering in the town.
Contacts in the trade locally know Tragus have made a play for Great Malvern previously (prior to Ask/Gondola Group arriving), indeed a prime licensee was offered a decent sum to trade location. Calls to MHDC and Companies House put me in the picture early last week on this one, I personally don't see Tragus's plans as anything other then positive for the town.[/p][/quote]That would make sense and with the unit knocked in two, it would be about the right size. I too think its a good thing and maybe as its one notch above fast food in a pastiche French style, there wont be too many objections. There is even a car park behind the shop/s which may be just one of reasons why for a small town centre these days, Bell Vue Terrace really dosnt look too bad. Sould to well with pre theatres.Bufton Tufton

All you need to do is read the submitted plans closely to find out who it is - look at the rear exit to the bin storage area on the ground floor and the name is clear! So much for cloak and dagger...

All you need to do is read the submitted plans closely to find out who it is - look at the rear exit to the bin storage area on the ground floor and the name is clear! So much for cloak and dagger...sclrowe@gmail.com

sclrowe@gmail.com wrote:
All you need to do is read the submitted plans closely to find out who it is - look at the rear exit to the bin storage area on the ground floor and the name is clear! So much for cloak and dagger...

give us a clue?

[quote][p][bold]sclrowe@gmail.com[/bold] wrote:
All you need to do is read the submitted plans closely to find out who it is - look at the rear exit to the bin storage area on the ground floor and the name is clear! So much for cloak and dagger...[/p][/quote]give us a clue?WhyBother

idharper wrote:
Plan says Prezzo - two branches in Cheltenham, one in Gloucester and one in Bromsgrove and if they get go ahead on ein Malvern - it will give Ask a run for their pizza !!!!

oops must type slower - I meant one in Malvern - parking will be fun.

[quote][p][bold]idharper[/bold] wrote:
Plan says Prezzo - two branches in Cheltenham, one in Gloucester and one in Bromsgrove and if they get go ahead on ein Malvern - it will give Ask a run for their pizza !!!![/p][/quote]oops must type slower - I meant one in Malvern - parking will be fun.idharper